Arla Foods UK has capped off an incredible first year for Arla B.O.B after it was awarded ‘Product of the Year 2017’ in the milk category. Launched exactly a year ago by the farmer-owned dairy company, Arla B.O.B was recognised by the highly prestigious consumer survey on innovation.
Product of the Year is the world’s largest consumer award for product innovation, voted for by over 11,600 people. Last year, Arla’s innovation was acknowledged with Arla skyr winning the ‘Product of the Year 2016’ in the yogurt category.
The award-winning Arla B.O.B, skimmed milk that tastes as good as semi-skimmed, offers the best of both worlds[iii]. It has secured major grocery listings, generating total value sales of more than £8m within year one, contributing much needed added value to the milk category.
Stuart Ibberson Category Director, Arla Foods UK, comments: “This launch was almost unprecedented within the milk aisle and it has already become a popular choice for many consumers. Arla is a leader in driving value back in to the milk category through innovation with 2016 a particularly strong year with Arla Organic and Arla Farmers Milk also launched with more to come in 2017.”
Innovation is a key driver in achieving Arla’s ambitious UK business strategy to launch 30 new dairy concepts and 50 new range extensions and become a household name by 2020. Arla B.O.B is also part of Arla’s promise to support farmers by developing products with tailored consumer benefits and to restore long-term health to the milk aislei.
The win is the latest milestone following a hugely successful first year for Arla B.O.B. Other significant successes include winning The Grocer Top Product Survey 2016 – Top Launch in Milk.Arla B.O.B also secured a finalist title for the Best New Brand or Business Category at World Dairy Innovation Awards as well as finalist for Best Brand MarketingCampaign or activation for “A life without joy is no life at all”.
Following its success as Product of the Year 2016 in the Yogurt category, the Arla skyr team was awarded the Campaign of the Year at this year’s award ceremony in London. The award recognises the best use of the Product of the Year 2016 logo in campaigns throughout the year. Each year the judges look at how the previous year’s winners make an impact and maximise their success as Product of the Year and the Arla skyr team came out clear winners.
Arla has recently launched a number of new innovations in the milk aisle including Arla Organic, its first branded organic product. Arla Farmers Milk was created to give shoppers the opportunity to pay a little extra on each bottle to help Arla farmers. Arla Big Milk has added Iron, Vitamin D and Vitamin A, providing parents an easy and convenient way of giving their children the vitamins and minerals they need.
Notes to editors
The yellow top fresh milk took three years to develop using new technology. The process, using British milk, takes some of the naturally occurring protein[ii] in milk and carefully adds more of it back into skimmed milk to deliver a taste and texture that is as good as semi-skimmed[iii] and fat-free[i].
The fat-free milk is pasteurised, filtered and enriched with protein to deliver on taste and texture. Arla’s unique PurFiltreTM process, means it also lasts longer in the fridge. Arla B.O.B is currently available in 2-litre format with rsp: £1.50.
Arla is supporting year two with a marketing campaign including B.O.B going back on TV. The ad is part of an integrated marketing campaign spanning outdoor, press, digital, social and PR.
Winner Milk Category. Survey of 11,637 people in UK & ROI by TNS
[i]Fat-free - the product contains no more than 0, 5 g of fat per 100 g or 100 ml”. This is a directive from the EFSA (European Food Standards Agency)
[ii] Protein is 4.7g for 100ml and 9.4g for 200ml. Standard fresh skimmed milk ranges between is 3.4-3.6g per 100ml and 6.8 – 7.2g per 200 ml
[iii] Leatherhead Food Research September 2015. Based on statistically valid comparative taste test results with 208 regular consumers of fresh semi skimmed milk.
Arla Foods is a global dairy company and co-operative owned by 12,700 dairy farmers with circa 2,700 of whom are British.
Dating back to 1881, Arla’s purpose is to secure the highest value for its farmers’ milk, while creating opportunities for their growth. With production facilities in 11 countries and sales offices in a further 30, Arla is the world’s fifth largest dairy company and largest supplier of organic dairy products. Arla has a total of more than 18,000 colleagues and its products are sold under the well-known brands Arla®, Lurpak® and Castello® in more than 100 countries.
Arla Foods UK is the largest dairy company in the country and is home to leading dairy brands Anchor®, Cravendale, and Lactofree® with a turnover of €2.9 billion. As well as being a leading supplier of fresh milk, number one in butter, spreads and cream, Arla is the UK’s largest cheese manufacturer. It has also built the world’s largest fresh milk facility located at Aylesbury and has plans for it to be the first zero carbon site of its kind. The UK business has a team of approximately 3,500 colleagues located at its dairies, distribution centres and head office.